Brands ARE Media These Days

Brands are media companies these days, many marketers would argue. That's a huge shift in thinking from an older world where third parties did "media," and then brands simply advertised in those media.

These days, more and more companies are becoming publishers or content providers in their own right, bypassing "media" outlets.

"The fundamentals of media business are toppling as their 20th century foundations crumble," says Mark Mulligan, Forrester Research VP. "Consumers are falling out of love with paying for media and striking up illicit affairs with free content, not just because it is free, but also because it is on their terms."

This is great news for consumers but terrible news for media businesses that have spent years building revenues upon near-monopolistic control of supply of content, says Mulligan.

"Why all this matters to brands is because the tectonic shifts in media value chains are creating exciting new opportunities for non-media companies to become media companies themselves," Mulligan says.

Just as Apple transformed from hardware company to media services company with the launch of the iTunes Store, so too are brands such as Procter and Gamble with BeingGirl.com, Tommy Hilfiger with Tommy TV and Audi with its UK TV channel.

Why are brands such as these choosing to become media companies? Because they can. Blogs, Web publishing, smartphones, tablets, e-book readers, netbooks and other tools providing access to the Internet allow firms to create media sites as easily as old-line publishers can.

It takes a Web site, but every firm has one these days. It takes an ability to create or aggregate content, but that's easier these days as well, with real simple syndication and other news feeds. But brands also are simply creating their own writing staffs as well.

And the logic of doing so likely makes more sense as well, as audiences fragment. If specialized audiences are what you want to reach, Web publishing makes lots of sense. Instead of creating and placing advertisements that might or might not hit the target audience, brands can create their own content sites, producing their own "media" and then placing messages and interacting in other ways with their intended audiences.

In the new world, the dividing line between "media" and "brand" is more fuzzy.

Robust Enterprise Social Networking

If ChangeWave Research is correct, wikis, blogs and social networking are being adopted by corporations at an explosive rate.

ChangeWave Research recently surveyed 2,081 companies and found 24 percent already using social software, while eight percent say they will start using it within a year. Wikis apparently are used by 20 percent of respondents, blogs by 18 percent, social networking by 15 percent, says Joshua Levine, ChangeWave researcher.

While current users find wikis to be most useful, future adopters think blogs (26 percent) and social networks (21 percent) will be most beneficial.

About 39 percent report their company is very or somewhat willing to use Web 2.0 social software for business purposes.

Current users say they use social networking to improve internal employee collaboration as well as to increase internal efficiency and productivity.

Users who say their firms will be adopting social networking also agree about the merits of internal communications, but also are more focused on using the tools to
improve external customer service and support, increase brand awareness and loyalty
and drive sales of products and services.

Build For Your Kids, Not Your Father

A recent survey by CIO Insight suggests chief information officers use (or think they ought to say they use) Internet video, wikis, blogs, really simple syndication, podcasts and social networking. Twitter and Second Life don't get nearly the same levels of use.